Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Cotton Wool/Buds/Pads in South Africa

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Executive Summary

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TRENDS

Cotton wool/buds/pads continues to enjoy strong demand from South African consumers as a result of the affordable prices charged for these products. Strong demand in the category can also be attributed to the widening distribution of economy brands, coupled with the increasing expansion of private label products, which has influenced the leading players to implement price promotions in an effort to maintain volume share.

COMPETITIVE LANDSCAPE

Accantia (South Africa) Ltd continued to lead cotton wool/buds/pads in 2014 with a value share of 45%. The company’s value share continued to increase over the course of the review period due to the increasing use of price promotions. Moreover, Accantia remains a highly trusted company thanks to the fact that it has the rights to Unilever’s Dove brand.

PROSPECTS

Cotton wool/bud/pads is expected to increase in value by 1% over the course of the entire forecast period. Value growth in the category is expected to be negatively affected by the increasingly wide availability of high-quality private label products and economy brands in the category.

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